Influence of Concentric Diversification on the Organizational Growth of Elephant Dental Franchise in Kenya

Abstract

Private healthcare franchises increasingly depend on technological innovation and related service expansion to improve service delivery, strengthen competitiveness, and sustain organizational growth. However, the contribution of concentric diversification to organizational growth remains underexplored in specialized dental healthcare franchises in Kenya. This study examined the influence of concentric diversification on the organizational growth of Elephant Dental Franchise in Kenya. The study was anchored on the Resource-Based View Theory. The study adopted a quantitative approach using descriptive and correlational research designs. The target population comprised 237 employees drawn from senior management, administrative and support, clinical, marketing, and front-office functions. The study used proportionate stratified and simple random sampling techniques to select 149 respondents. Of the questionnaires administered, 111 were complete and usable, representing a response rate of 74.5%.  The study collected primary data using a structured questionnaire. Data were analysed using descriptive statistics, Pearson Product-Moment Correlation and simple linear regression. Concentric diversification recorded an aggregate mean of 3.63 (SD = .745). It showed a strong, positive, and statistically significant relationship with organizational growth (r = .700, p < .001) and explained 49.0% of its variation (R² = .490). The regression coefficient was positive and statistically significant (B = .697, β = .700, t = 10.234, p < .001), resulting in rejection of the null hypothesis. The study concluded that adoption of related technologies and services significantly strengthened organizational growth. Management should prioritize structured investment in digital dentistry, dental imaging, electronic patient records, preventive oral healthcare, and appropriate tele-dentistry applications.